One thing I notice again and again as I review websites for wineries,
breweries and independent restaurants/cafes, is they lack an “our
story” section. Every independently owned biz has a story to tell! There
are tons of wineries, restaurants, etc; I want to know about YOU and
what inspired you to start up.
Quick Side Bar: As far as length goes, I’m talking about roughly 3-6
paragraphs. It’s alright to run a bit more, just make sure it doesn’t go
on for pages and pages!
The “our story” section is a great way to add personality to your
website and draw me in on a personal level. Yes I want to hear about
your products and see photos, but I also want to know about YOU. The
person (or persons) responsible for bringing the
wineries/brewery/restaurant/cafe/etc. to life.
Why do you love wine? What drew you to become a brewmaster? Was your
family in the restaurant business? Describe your background, and equally
important, describe the spirit of the facility today. “At ABC Cafe we
are passionate about producing the finest coffee and love the smile that
crosses a customer’s face as they take that first sip.” Have you
created an environment that is fun? Serious? Refined? Casual? Describe
it to me and tell me briefly why you chose that approach.
As an example, take a look at Oak Knoll Winery’s “our story” page:
http://www.oakknollwinery.com/our_story.asp
Providing a compact version of why you love what you do and chose to
start up helps me better connect with your particular facility, and
makes me want to learn more about it.
Independent businesses are deeply personal, and the personality of the owners helps make them unique!
Saturday, April 14, 2012
Increase Your Personal Visibility to Increase Your Company’s Visibility
One of the best pieces of small business advice I’ve ever read comes
from Sir Freddie Laker. If you’re not familiar with the name, Sir
Freddie was one of the leading pioneers of budget airlines. He created
Laker Airways in 1966 and ran it until it folded in 1982.
He was one of Sir Richard Branson’s mentors and gave him this critical piece of advice when Branson was looking to start his own airline:
“You’ll never have the advertising power to outsell British Airways. You are going to have to get out there and use yourself. Make a fool of yourself. Otherwise you won’t survive.”
Sir Freddie’s advice is just as relevant to you! No matter what industry you’re running a small business in (or starting a business in), there are multiple companies who are larger, richer and better known than you. If you want to survive, you have to get creative with spreading the word about your company!
The key is to use a mixture of activities in order reach as many people as possible. Here are three ways you can get yourself out there and promote your company:
1. Write a bylined article and have it appear in an industry publication
Bylined articles are informative articles (usually 600-900 words, depending on the publication’s specifications) that educate people about a specific topic in an industry, offer advice or illuminate the author’s stand on the industry. They are meant to be educational rather than promotional, but the side benefit is you spread the word about your personal expertise in the industry. You also include a one-line description about yourself / company website at the end, further driving people to your site.
2. Appear on a panel at an industry event
By participating on a panel, you not only get visibility at the actual show, you also can use the opportunity to promote your company beforehand by highlighting the fact that you have been selected to speak on the panel. Panel’s are a great way to reinforce your personal status as an expert in your particular industry. The also provide good social media opportunities, as you can promote your involvement both leading up to the event, during it, and even after.
3. Speak in front of business groups and / or university students about your industry
Providing free lectures about your industry is an excellent way to increase your personal visibility, and thus the visibility of your company. You expand your credentials as an expert in your field, you reach a whole new audience and each speech gives you a fantastic networking opportunity; both in-person and by expanding your social network contacts.
Remember, the more visible YOU are, the more visible your company is! Give speeches, talk on panels, write articles, attend events; get out there!
You may never have the resources of the “big guys” in your industry, but by being constantly visible, you can dramatically increase your company’s visibility and thrive. Richard Branson started Virgin Atlantic with one plane; one single plane. Now it’s one of the most established airlines in the world. Branson has many tips for business survival, but few are as critical as this: “free publicity and word of mouth is probably the best form of advertising.”
“Have Fun, Work Hard and Money Will Come” – Sir Richard Branson
He was one of Sir Richard Branson’s mentors and gave him this critical piece of advice when Branson was looking to start his own airline:
“You’ll never have the advertising power to outsell British Airways. You are going to have to get out there and use yourself. Make a fool of yourself. Otherwise you won’t survive.”
Sir Freddie’s advice is just as relevant to you! No matter what industry you’re running a small business in (or starting a business in), there are multiple companies who are larger, richer and better known than you. If you want to survive, you have to get creative with spreading the word about your company!
The key is to use a mixture of activities in order reach as many people as possible. Here are three ways you can get yourself out there and promote your company:
1. Write a bylined article and have it appear in an industry publication
Bylined articles are informative articles (usually 600-900 words, depending on the publication’s specifications) that educate people about a specific topic in an industry, offer advice or illuminate the author’s stand on the industry. They are meant to be educational rather than promotional, but the side benefit is you spread the word about your personal expertise in the industry. You also include a one-line description about yourself / company website at the end, further driving people to your site.
2. Appear on a panel at an industry event
By participating on a panel, you not only get visibility at the actual show, you also can use the opportunity to promote your company beforehand by highlighting the fact that you have been selected to speak on the panel. Panel’s are a great way to reinforce your personal status as an expert in your particular industry. The also provide good social media opportunities, as you can promote your involvement both leading up to the event, during it, and even after.
3. Speak in front of business groups and / or university students about your industry
Providing free lectures about your industry is an excellent way to increase your personal visibility, and thus the visibility of your company. You expand your credentials as an expert in your field, you reach a whole new audience and each speech gives you a fantastic networking opportunity; both in-person and by expanding your social network contacts.
Remember, the more visible YOU are, the more visible your company is! Give speeches, talk on panels, write articles, attend events; get out there!
You may never have the resources of the “big guys” in your industry, but by being constantly visible, you can dramatically increase your company’s visibility and thrive. Richard Branson started Virgin Atlantic with one plane; one single plane. Now it’s one of the most established airlines in the world. Branson has many tips for business survival, but few are as critical as this: “free publicity and word of mouth is probably the best form of advertising.”
“Have Fun, Work Hard and Money Will Come” – Sir Richard Branson
In Chinese the word “Crisis” is composed of two characters
With all the bad news we’re bombarded with, and all the extraordinary
struggles small business owners like us are facing right now, it often
seems like we’re stuck in a storm that never ends; like we’re in a
stormy night with no dawn to look forward to.
But despite the challenges and the frustration and the setbacks, there are still customers out there; there is still hope.
No doubt; we’re living through extraordinarily times. The recession has gone on far longer than most initially imagined, and has produced a crisis the likes of which few of us have ever experienced before.
But always remember this: in Chinese, the word “crisis” is composed of two characters; one represents danger, the other opportunity.
Focus on the opportunity! NEVER stop innovating and trying new things. Search for new revenue streams, branch out and attempt new approaches, look for an alternative client base, make new partnerships, try new markets, go global in search of business, expand your promotional efforts; anything and everything.
Improvise; Adapt; Overcome!
But despite the challenges and the frustration and the setbacks, there are still customers out there; there is still hope.
No doubt; we’re living through extraordinarily times. The recession has gone on far longer than most initially imagined, and has produced a crisis the likes of which few of us have ever experienced before.
But always remember this: in Chinese, the word “crisis” is composed of two characters; one represents danger, the other opportunity.
Focus on the opportunity! NEVER stop innovating and trying new things. Search for new revenue streams, branch out and attempt new approaches, look for an alternative client base, make new partnerships, try new markets, go global in search of business, expand your promotional efforts; anything and everything.
Improvise; Adapt; Overcome!
Tough Times Don’t Last, But Tough People Do
Have you ever felt that no matter how hard you try, the waves just
keep crashing down upon you? That’s what starting a new business is
like. It’s a non-stop grind that requires all your energy, tests your
self-believe and patience, and ultimately involves taking a giant leap
into the unknown.
The good news is that it’s WORTH it! You have to be strong and determined, and press on despite multiple set backs! Remember, if it were easy, EVERYONE would do it and be successful. It’s like in college, the classes can be tough, the program long and the professors difficult, but that helps weed out those who truly WANT it, and those who quit once the going gets tough.
So press on and don’t let anything stop you from reaching your goal! If you believe in your business, then damn it, go out there and create it!
The good news is that it’s WORTH it! You have to be strong and determined, and press on despite multiple set backs! Remember, if it were easy, EVERYONE would do it and be successful. It’s like in college, the classes can be tough, the program long and the professors difficult, but that helps weed out those who truly WANT it, and those who quit once the going gets tough.
So press on and don’t let anything stop you from reaching your goal! If you believe in your business, then damn it, go out there and create it!
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